Brand Comm

1. BRAND COMMUNICATION STRATEGY
OF MSMEs MALANG FOOD PRODUCT
IN COVID-19 PANDEMIC ERA
Tri Mega Asri, Amelia Ika Pratiwi, Hapsari Dian Sylvatri
Business of Administration Study Program, Departemen
Business and Hospitality
Faculty of Vocational Studies, Universitas Brawijaya
BIC 2023
Brawijaya International Conference,
Brawijaya University
October 19th-20th, 2023

2. 1
BACKGROUND
Let’s start with the first set of slides

3. ⬗"The Covid-19 pandemic has had a huge
impact on all aspects of life, including Micro,
Small and Medium Enterprises (MSMEs). "
⬗culinary business potential in Malang is very
promising. Since 2010 the Malang City
Monument Shopping Tour is a tourist
attraction that is able to contribute to
Regional Original Income (PAD), according to
(Hutabarat, 2015) the problems faced by
culinary business owners in this cluster are
quite diverse, including the promotion of
culinary businesses both locally in Malang as
well as outside Malang.
3

4. AIM
The Case Study of Food Products SMEs as
KPJU (Superior Products) then compares
several food products and what are the
obstacles that are often faced by SMEs in
implementing the concept of integrated
marketing communication. To find a brand
communication strategy that will be
developed into a model design and
application of the concept of integrated
marketing communication in the form of
creative campaigns and the most
appropriate brand communication to retain
MSME customers in Malang.
4

5. METHOD & ROADMAP
The research theme that is in accordance with
UB's RIP 2021-2025 is the digitization of
government governance and entrepreneurial,
smart governance. With the topic of sustainable
business and tourism (e-commerce) and in
accordance with the research group at Brawijaya
University, namely the Small and Medium
Enterprises Study and Development Group (K2PU)
located at the Malang City, it is hoped that they
will be able to play a role and have a contribution
to help promote MSMEs in Indonesia. Malang
Raya is a big business that has a big branding at
the national level.
5
Questionnaire
Deep interview
Observation

6. QUESTIONNAIRE RESULT
6
No. Category Highest Answer Jumlah
1 Gender Woman 72
2 Area Jakarta 11
3 Profession Mahasiswa 50
4 Experience Lebih dari 5 50
5 Fund Estimation 100.000 s.d 500.000 69
6 Remembered name brand Apel Strudle 21
7 Known name brand Keripik tempe 33
8 Reason to buy Karena rasa yang enak 68
9 Where do you know about brand Teman 61
10 Brands under consideration Keripik buah 25

7. RESPONDEN
7
No
.
Types of products Brand
1. Sambal Mana Ni
2. Keripik Tempe Keripik Tempe Rudi
3. Keripik Tempe Keripik Tempe Bu Karsi
4. Mendol Krispy Mendol Krispy
5. Bolen Bolen Malang Fairuziba
6. Bolen Pisang Kharinda
7. stick keju Momqizz Cheesestick

8. 8
Build rapport and
establish ground
rules
(5 Min)
INTRODUCTION
 Outline of topic, ground rules
 Switch off phones
 Duration of interview, tea/coffee break if needed
 Topic, very briefly what the interview is about
 Other – recording, one-way mirror, facilities
 Importance and value of participants’ contribution Explain neutrality of
KANTAR – not affected by positive or negative responses
 There are no right or wrong answers
 CONFIDENTIALITY IS GUARANTEED
 Respondent to introduce themselves
o Identitas Informan
o Jenis kelamin: P/L
o Usia: ……………………………………………
o Jabatan: ……………………………………………
o Pendidikan terakhir: ……………………………………….
PROFIL UMKM
o Nama merek produk: ………………………………………….
o Jenis produk: ………………………………………….
o Alamat: ………………………………………….
Strategi bisnis
(20 Min)
 Bagaimana cerita pengalaman/ kisah berdirinya usaha produk ini?
 Nama merek produk ini artinya apa? Tujuan pemberian nama dengan
Interview
Question

9. 9
o Jenis produk: ………………………………………….
o Alamat: ………………………………………….
Strategi bisnis
(20 Min)
 Bagaimana cerita pengalaman/ kisah berdirinya usaha produk ini?
 Nama merek produk ini artinya apa? Tujuan pemberian nama dengan
harapan apa?
 Sudah berapa lama produk ini ada di pasar?
 Apa saja usaha (mengenai apa?) yang telah dilakukan selama berdirinya
usaha?
 Bagaimana situasi usaha Anda berkaitan dengan pandemi yang sedang
terjadi?
o Apa saja peluang dan hambatan yang dialami selama pandemic
covid ini?
o Apa saja yang akan dilakukan ketika mengalami tantangan dan
hambatan selama pandemic covid ini?
o Bagaimana hasilnya menurut Anda?
SEGMENTASI/
Target Pasar
Konsumen
(10 Min)
 Siapa saja yang menjadi konsumen pelanggan tetap produk ini?
 Apakah ada konsumen dari luar malang yang menjadi pelanggan tetap
produk ini?
 Apakah produk ini dipasarkan ke luar malang? Jika ya ke kota mana saja?
 Produk ini bisa dikonsumsi siapa saja?
Memahami promosi
(10 Min)
 Lalu, apa dan bagaimana promosi yang Anda lakukan untuk produk Anda
supaya dikenal luas oleh target konsumen?
 Media apa saja yang digunakan untuk melakukan promosi? Sebutkan.
Interview
Question

10. RESULT
10
• Food products, including typical food products from Malang, the respondents included
keripik tempe, bolen, sambal and cheese sticks, which are classified as non-durable
goods that are quickly consumed.
Product
Strategy
• The branding of MSMEs typical of Malang food products who became respondents in
this study were mostly the names of the creators or makers of these products or places
of residence with the reason or purpose being to make them easy to remember. This is
also associated with the type of promotion that initially relied on word of mouth.
Branding
• Most of the packaging for MSME products used for Malang products is easy and simple
packaging with price considerations. Some products are sold through retail stores or
resellers or to be shipped out of town, the packaging adjusts to the delivery destination.
Packing
• Price is implicitly related to quality. Good quality products will be sold at a high price
while products with poor quality will be sold at relatively low prices. In reality, price has
an influence on consumer satisfaction (Shabastian and Samuel, 2013). Most MSMEs
put competitive prices in order to get loyal consumers.
Price
• The promotion strategy of most MSMEs is in the form of installing business name
boards in front of business units. In addition, using social media and participating in
various bazaar events held by DISKOPERINDAG.
Business
Promotion

11. CONCLUSION
The development of creative campaign strategies and brand communication for MSMEs typical of Malang food
products in the era of the Covid-19 pandemic began with marketing strategies that had been carried out by
MSMEs for typical food products of Malang. The brand communication strategy developed from the marketing
mix is a combination of four variables, namely product, price structure, promotional activities, and distribution
system.
Food products, including typical food products from Malang, the respondents included keripik tempe, bolen,
sambal and cheese sticks, which are classified as non-durable goods that are quickly consumed. The branding of
MSMEs typical of Malang food products who became respondents in this study were mostly the names of the
creators or makers of these products or places of residence with the reason or purpose being to make them easy
to remember. This is also associated with the type of promotion that initially relied on word of mouth. In
addition, most of these MSMEs already have logo and label designs, even though they are simple because they are
constrained by costs, but have reasons and goals (philosophy) and have the desire to develop them. Most of the
packaging for MSME products used for Malang products is easy and simple packaging with price considerations.
Some products are sold through retail stores or resellers or to be shipped out of town, the packaging adjusts to
the delivery destination. Most MSMEs put competitive prices in order to get loyal consumers. The promotion
strategy of most MSMEs is in the form of installing business name boards in front of business units. In addition,
using social media and participating in various bazaar events held by DISKOPERINDAG.
11

12. SUGGESTION
1. When MSMEs have to touch the last consumer, they must develop
an online store/e-commerce.
2. In order to develop brand awareness, MSMEs must be able to
install better logo and packaging designs.
3. Every MSME must be able to develop promotions through social
media and creative campaigns on social media, because most of
the last consumers know Malang food products from social
media.
4. In addition, maintaining a balance or price stability, promotion
and product quality.
12

13. REFERENCE
Bayquni. (2010). Memahami Bergerilya Lewat Komunikasi Pemasaran Oleh Bayquni.S.Sos. M.Pd.
BI Catat Potensi KPJU Unggulan UMKM - Memontum.Com. (n.d.). Retrieved February 12, 2021, from https://memontum.com/80035-bi-catat-
potensi-kpju-unggulan-umkm
Ekonomi 2020 Minus 2%, Terburuk Sejak Krismon 98. (n.d.). Retrieved February 7, 2021, from https://finance.detik.com/berita-ekonomi-
bisnis/d-5362202/ekonomi-2020-minus-2-terburuk-sejak-krismon-
98?utm_term=echoboxauto&utm_campaign=detikcomsocmed&utm_medium=oa&utm_content=detikfinance&utm_source=Twitter#Echobox=
1612543996
Hutabarat, L. R. F. W. M. (2015). Strategi Pengembangan Usaha Kuliner di Kota Malang Berbasis Ekonomi Kreatif | Hutabarat | Jurnal Ekonomi
dan Studi Pembangunan. http://journal.um.ac.id/index.php/jesp/article/view/5312/1967
Kabar Baik untuk Pelaku UMKM di Malang - Regional Liputan6.com. (n.d.). Retrieved April 3, 2021, from
https://www.liputan6.com/regional/read/4069880/kabar-baik-untuk-pelaku-umkm-di-malang
Kusumawaty, Y. (2020). Strategi Pemasaran Produk Makanan Ringan Khas Riau. Jurnal Agribisnis, 20(2), 124–138.
https://journal.unilak.ac.id/index.php/agr/article/view/2235
Potensi UMKM Kota Malang Besar, GoFood Festival Dapat Respon Positif - Surya Malang. (n.d.). Retrieved April 3, 2021, from
https://suryamalang.tribunnews.com/2020/01/03/potensi-umkm-kota-malang-besar-gofood-festival-dapat-respon-positif
Putri Tanjung Beberkan Dampak Pandemi terhadap UMKM RI. (n.d.). Retrieved February 8, 2021, from
https://www.cnbcindonesia.com/entrepreneur/20201126200053-25-205012/putri-tanjung-beberkan-dampak-pandemi-terhadap-umkm-ri
Rahab. (2009). Penerapan Manajemen Merek Pada Usaha Kecil Dan Menengah (Ukm). Jurnal Bisnis Dan Ekonomi, 16(1), 18–25.
Shavira, P. A. (2020). Jurnal Ilmu Komunikasi ANTROPOMORFISME BRAND : KAMPANYE DIGITAL PENCEGAHAN COVID-19 OLEH TRAVELOKA
Pendahuluan Novel coronavirus telah memberikan dampak besar kepada dunia . Virus yang saat ini menjadi pandemi mengakibatkan
perubahan pada banyak sektor di. 10(2).
UMKM Punya Peran Atasi Potensi Krisis di Tengah Pandemi. (n.d.). Retrieved February 8, 2021, from
https://mediaindonesia.com/ekonomi/342694/umkm-punya-peran-atasi-potensi-krisis-di-tengah-pandemi
13

14. 14
DOKUMENTASI

15. 15
Thanks!
Any questions?
You can find me at trimega@ub.ac.id
08122494246